‘What’s Your Warrior?’: The U.S. Army Makes Its Pitch To Recruit the Best

‘What’s Your Warrior?’: The U.S. Army Makes Its Pitch To Recruit the Best

Kris Osborn


Do you have what it takes? 

Maneuvering attack helicopters through mountains, firing lasers from ground vehicles, commanding autonomous robot sensors, waging cyber attacks and creating microscopic explosions splitting cells in a laboratory — are all images designed to capture a growing realm of Army experiences depicted in the service’s massive new ad campaign called “What’s Your Warrior?”

Beginning with images of Apache helicopters weaving through rocky cliffs amid dust, wind and high-risk combat, the Army-colored greenish-yellow video animation balances a nuanced message, blending individual soldier specialties with platforms, networks and advanced weapons being used by “teamed” groups of soldiers.

The ads show snipers buried in tall grass battling high winds, paratroopers descending in groups through morphing yellowish-clouds and cyberwarriors typing feverishly while satellites, sensors and command and control technology simultaneously operate in tandem.

Seeking to appeal to a sense of identity, profession and purpose within the cyber-savy information-age informed Generation Z, the Army’s new recruiting advertisements intend to take news steps beyond the famous “Be All You Can Be” ads by, among other things, expanding the definition of Warrior.

Networking weapons from space, guiding ground missile targeting from drones in the air, jamming enemy networks with EW, using AI to organize armored vehicle sensor data and pushing the frontiers of scientific discovery in laboratories — are all skill sets now increasingly in demand by Army recruiters.

While the fundamentals of mechanized warfare, including the Army’s Combined Arms Maneuver, are now needed as much or more than any time in modern history, the Army is, of course, expanding its mission scope to encompass space, cyber, EW and AI-driven weapons systems. Therefore, as the ad campaign reflects, the service needs more cybersecurity experts, scientists, researchers and innovators to join the ranks of Army professionals now exploring the boundaries of technical possibility in preparation for great power warfare.

Recognizing the fast-moving pace of technical change, and its impact upon modern warfare, Army professions and opportunities are now broader than they have ever been in history, Brig. Gen. Alex Fink, Chief of Army Enterprise Marketing, told Warrior in an interview.

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